The Rhetoric of the American Political Party Conventions, 1948-2016

(Hardback)

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The Rhetoric of the American Political Party Conventions, 1948-2016 establishes the rhetorical goals of the thirty-six political party conventions that have taken place since 1948 against the backdrop of the fundamental changes that television brought to the conventions. Theodore F. Sheckels analyzes these conventions to determine whether the gatherings met or failed to meet those goals, including addressing civil rights, unifying divergent wings of the party, celebrating the triumph of a single wing, overcoming dissent inside and outside the meeting hall, overcomingor capitalizing onscandal, reconstituting the party after defeats, arguing for change, and advocating for inclusion. Sheckels observes that although speeches are the primary vehicle through which attendees strive to reach these goals, the crucial addresses are not always by the principal players; often, events other than speeches such as negotiations, demonstrations, and media spin can be just as consequential. Sheckels discusses both the similarities and differences in the ways in which the conventions do business and constitute and reconstitute what the political parties are, aiming to persuade the public with rhetorical images and messages. Scholars of communication, rhetoric, political science, and American studies will find this book particularly useful.

Reviews

Sheckels aptly situates each quadrennial political convention in its own social and political context, examining not only convention speeches, but the confluence of factors conditioning convention messaging in all its myriad forms. He gives equal time to the discourses of competing political parties and their agents, recognizing the changing functions of conventions across decades and probing the diverse influences of television coverage, external events, and candidate foibles. By treating each political party convention as is own unique text, replete with dominant tropes and styles, Sheckels celebrates the rhetorical dynamism and fluidity of American political party conventions throughout the years. This book will make an excellent and informative reader for classes in political communication, media and politics, contemporary American public address, and campaign communication.

With pundits claiming that conventions are an anachronism, Sheckels' book disproves that claim. By placing convention speeches within the larger political context and viewing the conventions as a unified message to address the context, this study clearly makes the case for the importance of conventions to shape the fall campaign. This book's unique approach also provides a new direction for political communication research.

Author Bio

Theodore F. Sheckels is Charles J. Potts professor of social science and professor of English and communication studies at Randolph-Macon College.